DIGITAL BRAND BUILDER : DIGITAL MARKETING STRATEGY OF BEAUTY PRODUCTS AT PT HEALTH WEALTH INTERNASIONAL

Abstract

The rapid development of digital technology has driven a major transformation in the world of marketing, including in the beauty industry. Social media such as TikTok is a strategic channel that has great potential to build brand awareness and reach the younger generation quickly and widely. PT Health Wealth Internasional (HWI), as a company engaged in the health and beauty sector with a Multi-Level Marketing (MLM) approach, utilizes the TikTok platform to market its products. However, when compared to competitors such as Oriflame, HWI's performance in terms of engagement and audience reach is still relatively low despite having a higher engagement rate. This study aims to analyze the digital marketing strategy implemented by PT HWI through TikTok, as well as evaluate the effectiveness of the campaigns carried out by comparing metrics such as the number of followers and engagement rate with its main competitors. The research method used is a qualitative approach with data collection techniques through direct observation, interviews with business account owners, and secondary data analysis. The Social Media Analytics (SMA) method is also used to capture, understand, and present relevant digital interaction data. Based on these findings, this study recommends more innovative content development strategies, increasing the frequency of uploads, and using TikTok features such as live streaming, duets, and hashtag challenges to the maximum. In addition, audience engagement can be improved through collaboration with micro-influencers as well as optimization of data analysis to understand audience preferences more deeply. The results of this research are expected to contribute to the development of social media-based digital marketing strategies, especially for companies in the beauty industry that want to increase competitiveness through a digital approach.